A study of Experience and Loyalty of Tourists' at Hinoki Village

• Main Authors: CHEN,JUNG-PEI, 陳榕珮
• Other Authors: CHUNG,CHIH-CHIANG
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/02391998081442136880

碩士 === 國立雲林科技大學 === 休閒運動研究所 === 104 === The Hinoki Village is the first cultural and creative forest park in Taiwan. It has the history of Alishan’s Forestry and the architectual features of hinokis. It is a newly popular tourist attraction for travel lovers if they visit Chai-yi. Therefore, it is necessary to get better understanding about how they feel about the Hinoki Village and how loyal they are in order to maintain the good quality of the reputation of the Hinoki Village. The purpose of the research aims to explore the relationshop among the tourists’ experience, characteristics, and the customers’ loyalty to the Hinoki Village.This study focuses on the tourists of The Hinoki Village. In a convenience sampling survey based on tourists' backgrounds, 400 questionnaires were issued, and 376 valid questionnaires were returned with an effective rate of 94% for the questionnaire. The descriptive statistics socio-demographic was analyzed by SPSS 18.0 and AMOS 17.0, including descriptive statistics, t-test, exploratory factor analysis, reliability and validity analysis, one-way ANOVA analysis, Scheffe's method and linear SEM. The findings of this study were as follows:(1) The main tourists were from 21 to 30 year-old female.Most of them lived in the southern Taiwan who came with their family or relatives. They came to theHinoki Village for the first time and got the information of theHinoki Village from family or friends. (2) The variable of the backgrounds of the tourists had partly reached a remarkable difference in experience. (3) The variable of the backgrounds of the tourists had partly reached a significant difference in loyalty. (4) The experience had a positive and important influence on loyalty.